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Real Estate Marketing Stats

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“If you torture the data long enough, it will confess to anything.”

– Ronald H. Coase (1910-2013) Essays on Economics and Economists 


Real Estate PPC Advertising Statistics

  • Average PPC Click-Through-Rate in AdWords for Real Estate is 3.71% 
  • Average Cost Per Click in AdWords for Real Estate is $2.37
  • Average Cost-Per-Acquisition (CPA) in AdWords for Real Estate is $116.61 


(Source - wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks)


In 2017, 5.51 million existing homes were sold in the U.S.  - NAR


There are approximately two million active real estate licenses in the U.S. - Arello.org

 

51% of searches are longer than 4 words. (Wordstream)

95.3% of clicks go to the top 4 results.

40% of store purchases and service calls start online.

69% of people that are mobile call a business straight from their search result.

60% of consumers click on mobile ads at least weekly. (Business Wire, 2018)

PPC visitors are 50% more likely to purchase something than organic visitors. (Source: Unbounce)

75% of searchers who find local, helpful information in search engine results are more likely to visit the local businesses physical location. (Google)

67% of consumers can recall a specific brand they saw advertised on mobile ads in the last week. (Business Wire, 2018)

The average click-through rate for an ad in the first position is 7.94%. An average click-through rate is 2%. (AccuraCast)

72% of consumers who did a local search visited a store within five miles. (WordStream, 2016) 

Realtors® and Technology Statistics

 

  • REALTORS® most often prefer to communicate with their clients through email, at 93%. Ninety-two % prefer to communicate through text messaging, and 37% through instant messaging.
  • REALTORS® who were 49 years and younger were the most likely to have a real estate blog, at 11%.
  • 76% of female REALTORS® and 73% of male REALTORS® use social media for professional use.
  • Members found that the three most valuable technology tools used in their business, excluding email and cell phones were local MLS websites/apps (64%), lockbox/smart key devices (39%), and social media platforms (28%).
  • The top 3 tech tools that have given the highest quality of leads: social media at 47%, MLS site at 32%, brokerage's website and listing aggregator site, both at 29%.
  • 48 percent of all real estate firms cited keeping up with technology as one of the biggest challenges facing their firm in the next two years.


Source: 2018 Real Estate in a Digital Age

Real Estate Market Statistics

5.51 million existing homes were sold in 2017, according to data from the National Association of REALTORS®. 612,000 newly constructed (link is external) homes were sold in 2017, according to the U.S. Census Bureau.


The Association of Real Estate License Law Officials (ARELLO) estimates that there are about 2 million active Real Estate licensees in the United States.


According to the 2012 Economic Census (link is external), there are 86,004 real estate brokerage firms operating in the United States.


Preliminary results from the U.S. Energy Information Administration’s Commercial Buildings Energy Consumption Survey (CBECS) (link is external)  show that there were 5.6 million commercial buildings in the United  States in 2012, comprising 87.4 billion square feet of floorspace.


There are approximately 115 million occupied housing units in the United States, according to the 2013 American Housing Survey (link is external).  The typical owner-occupied home was built in 1976; the typical  renter-occupied home was built in 1973. The typical home size is 1,500  square feet. The typical home owner is 55 years old, and has lived in  the current home for 14 years.


In 2013, 65.2 % of families owned their primary residence, according to the Federal Reserve’s Survey of Consumer Finances (link is external).

Realtor Demographic Statistics

 

  • 65% percent of REALTORS® are licensed as sales agents, 21% hold broker licenses, and 15% hold broker associate licenses.
  • The typical REALTOR® is a 54-year-old white female who attended college and is a homeowner.
  • 63% of all REALTORS® are female, and the median age of all REALTORS® is 54.
  • Real-estate experience of all REALTORS® (median): 10 years
  • Median tenure at present firm (all REALTORS®): 4 years
  • Most REALTORS® worked 40 hours per week in 2017.
  • The median gross income of REALTORS® was $39,800 in 2017, a decrease from $42,500 in 2016.


  • Median number of transaction sides in 2017:
    • Residential sides for all REALTORS®: 11
    • Residential sides for residential specialists only: 12
    • Residential sides for commercial specialists only: 4
    • Commercial sides for commercial specialists only: 6


  • Formal education of REALTORS®:
    • Some college: 30%
    • Bachelor's degree: 30%
    • Graduate degree and above: 13%
    • Associate degree: 13%
    • Some graduate school: 6%
    • High-school graduate: 8%


  • REALTOR® affiliation with firms:
    • Independent contractor: 86%
    • Employee: 5%
    • Other: 9%


Source: 2018 National Association of REALTORS® Member Profile

Real Estate Social Media Statistics

Millennials comprise 32% of the home buying market, officially the largest market segment (Source - nar.realtor/sites/default/files/reports/2015/2015-home-buyer-and-seller-generational-trends-2015-03-11.pdf)

44% of homebuyers purchased a home that they found by using the internet (Source - nar.realtor/reports/2013-14-realtor-technology-survey)

72% of real estate agents said they were unsatisfied with the number of leads their website generates (Source -nar.realtor/reports/2013-14-realtor-technology-survey)

54% of REALTOR agents stated they invest no more than 5 hours per month on their own website (Source - nar.realtor/reports/2013-14-realtor-technology-survey)

Only 9% of realtors use social media to market their listings (Source)
contactually.com/blog/real-estate-statistics-for-2016

8) The real estate industry ranks lowest in social media engagements at an average of .45 interactions per week (Source - inman.com/2015/07/21/why-people-are-ignoring-real-estate-agents-on-social-media/)

10) 70% of home buyers forget their real estate agent after one year (Source - remindermedia.com/blog/there-is-a-70-percent-chance-youve-been-forgotten/)


Home Buyer Statistics


First-Time vs. Repeat Buyers: 


  • First-time buyers: 33%
  • Median age of first-time buyers: 32
  • Median age of repeat buyers: 55
  • Median household income of first-time buyers: $75,000
  • Median household income of repeat buyers: $100,000
  • The typical home purchased was 1,900 square feet in size, was built in 1991, and had three bedrooms and two bathrooms.
  • Among those who financed their home purchase, buyers typically financed 90% of the home price.
  • 87% of buyers purchased their home through a real estate agent or broker—a share that has steadily increased from 69 percent in 2001.
  • Buyers who would use their agent again or recommend their agent to others: 74%


Where buyers found the home they purchased: 


  • Internet: 50%
  • Real estate agent: 28%
  • Yard sign/open house sign: 7%
  • Friend, relative or neighbor: 7%
  • Home builder or their agent: 5%
  • Directly from sellers/Knew the sellers: 2%
  • Print newspaper advertisement: 1%


Home Seller Statistics

 

  • The typical home seller in 2017 was 55 years of age, had a median household income of $98,800, and lived in their home for 9 years.
  • 91% of sellers were assisted by a real estate agent when selling their home.
  • Recent sellers typically sold their homes for 99% of the listing price, and 23% reported reducing the asking price at least once.
  • The typical home sold was on the market for 3 weeks.
  • 39% of sellers who used a real estate agent found their agents through a referral by friends or family, and 24% used the agent they previously worked with to buy or sell a home.
  • Sellers who definitely would use same agent again: 69%


Source: 2018 National Association of REALTORS® Profile of Home Buyers and Sellers


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95% of all buyers used an online website for their home search. (www.nar.realtor)

5.34 million existing homes were sold in 2018, according to data from the National Association of REALTORS®.

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